Global Household Services Industry
The global household services industry (one level down from the global consumer services market) refers to the provision of assistance and personal services to households to carry out daily domestic tasks. Household incomes continue to increase as employment rates rise following the world economic recession. People with less and less time to spend on domestic tasks and the means to pay for domestic aid through the household services industry are in a position to do so. Consumer spending on household services such as laundry, home cleaning and gardening services continues to rise following as consumers and the economy recover from the downturn.
Key Market Segments
The world laundry services market was less affected by the economic recession than other sectors due to the necessity for good quality laundry services. According to research from Euromonitor International, consumers in established markets, like the US and the EU, favor concentrated laundry products for environmental reasons, while those in developing nations are driving demand for semi-automatic washing machines and value-added products. Laundry services demand in emerging markets is also being fuelled by rising incomes.
Laundry detergent sales account for almost 60% of overall laundry care products in Japan and more than 55% in Saudi Arabia, reports Datamonitor. Laundry detergent sales have risen to as much as 85% of overall laundry care product sales in India and Russia. Conditioners represent less than 5% of Sweden’s overall market value and around a third of Saudi Arabia’s overall market. Companies operating in India’s laundry market could concentrate marketing efforts to appeal to consumer demand for natural ingredients due to the high level of clothes being washed by hand.
The US laundry care industry is seeing companies push value for money to appeal to consumer concerns during economic recessions, reports MarketLine. Procter & Gamble’s brand Cheer BrightClean and Dial Corporation’s Purex, for example, both emphasize value for money.
The global dry cleaning market is expected to rebound over the next five-year period. Market growth has been slowed by environmental regulations, reports IBIS World. Growth is expected to be driven by higher employment rates, rising disposable incomes and demand from hospitals, hotels and restaurants.
The US carpet and upholstery cleaning services industry has an estimated worth of $3.8 billion, according to MarketData Enterprises. There are over 40,000 companies operating in the market with some franchises, though the top 9 franchises represent less than 25% of the overall market. The economic recession, and in particular the downturn in the housing sector, affected the overall market as carpeted floor coverings fell to less than 50%.
The world swimming pool cleaning services market has witnessed a downturn over the last five-year period. The industry’s decline in revenue was estimated at a yearly rate in excess of 3.5% between 2007 and 2012 to reach close to $3 billion, reports IBIS World. Employment in the swimming pool cleaning services market fell about 1% yearly over the same period to reach less than 63,000 employees in 2012. The sector is expected to see growth start to pick up again as the economy recovers from the recession.
The household technology market is becoming increasingly sophisticated due to recent innovation and high-tech developments. Service robots, which are used for entertainment and as cleaning aids for disabled and elderly populations, are in increasing demand as increasing numbers of people are in need of assisted living. This market segment holds substantial potential for expansion, but obstacles such as safety will need to be overcome.
The lawn care industry is being driven by increasing interest in gardening. Gardens are being treated less as a separate aspect of the home and more as a continuation of the home, receiving greater care and attention. Global Industry Analysts estimates that the global garden products market will surpass $246 billion by 2015. The US market for packaged lawn and garden consumables – like pesticides, mulch and fertilizers – is expected to record almost 3.5% yearly growth to exceed $9 billion in 2014, reports Freedonia.
The global household services market will continue to record steady growth over coming years. Though negatively impacted by world economic instability, as economic activity continues to rebound, consumers are more likely to invest in household services that may have been suspended over the past few years.
Companies will respond to increasing demand for environmentally friendly products and services such as green dry cleaning as consumers become more aware of the need to protect the environment.
Leading Industry Associations
- National Dry Cleaners Association (US)
- Dry Cleaning and Laundry Institute
- Guild of Cleaners and Launderers (UK)
- Professional Association of Cleaning and Restoration (US)
- National Carpet Cleaners Association (UK)
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